The PaidContent blog got scooped on its own story, which is: "Almost six years after our company started with paidContent.org, we have been acquired by Guardian News & Media (GNM), the news media division of UK-headquartered Guardian Media Group (GMG)." Scroll down and it also has the press release.

The site says: "We will be part of Guardian Professional group, which is the B2B media division for GNM, and runs targeted sites such the MediaGuardian, as well as online data businesses and conferences."

I think Kara Swisher broke the story on the Wall Street Journal's All Things D site, saying: "In what will be seen as a new media coup, sources tell BoomTown that Britain's Guardian Media Group is set to announce this morning that it will buy the company that runs the high-profile digital media news site paidContent for a price 'north of $30 million'."

At Buzzmachine, media guru, journalism professor, blogger and Guardian columnist Jeff Jarvis says: "I think this is a great move for both."